A pre-reading companion to the You're a Natural consumer intelligence report "The Alibi Menu." Two hosts debate a fundamentally uncomfortable question: when you click "sustainably sourced" on a product page, are you gathering information — or loading a pre-written excuse?

The debate unpacks Sykes and Matza's 1957 Techniques of Neutralization, the 50-year attitude-behaviour gap, the 13% passive search lift on sustainability badges, and what B Corp's trust-without-comprehension problem means for every label you've ever glanced at before clicking buy.

Topics: sustainability labels, consumer psychology, greenwashing, attitude-behaviour gap, neutralization theory, B Corp certification, ethical shopping, checkout psychology

Related episodes: The Reversible Self, The Franchise of Permission, The Certification Void

Read the full report at youreanatural.com